Whether you are looking to start a roofing business or have already been established for quite some time, marketing your company effectively is essential for driving sales. Online marketing is by and large the most popular way to attract new business in today’s digitally-driven world. In this post, we’ll discuss three online marketing strategies that your roofing company can utilize to dramatically expand its customer base.
SEO is an acronym for “search engine optimization”. The primary goal of including SEO efforts in your marketing strategy is to have your business appear on the first page of search results when potential customers look for roofing contractors via search engines (i.e. Google, Bing, etc.). Getting in the #1 spot for search results can make an impression on an exponential number of potential customers, which is why SEO is so critical.
So how can your business achieve this lofty goal? First, your website will need to be optimized for the keywords users type in the search query. An example of a keyword you might be trying to optimize for is “residential roofing contractors in Boston”. This practice is referred to as “on-page SEO”. Second, you will need to obtain links on your website where appropriate to to relevant third-party sites, which is known as “off-page SEO”.
The good news about on-page SEO is that it’s free and relatively simple to perform. A good best practice on-page SEO is to have the keyword appear enough times on the page so that it will get picked up by search engines, but not so much that it sounds unnatural when read aloud. Here’s a short of list of the elements a given page of your website should be optimized for to rank for a choice keyword:
- Page Title: The text that appears in the tab at the top of your web browser.
- Header Tags: Most likely, the largest text on your page. In HTML, these are known as the "H1" & "H2" tags.
- Meta Description: This is the text that appears underneath your page title in the search results.
- Alt-Tags: This is the text that appears when you hover your cursor over an image.
- Keyword Density: This is not really element on the page, but is more so a measure of the quality of your page. Keyword density is how often your targeted keyword appears on the page compared to other text.
- URL: This is simply the web page address of the page you're editing.
- Anchor Text: This is the highlighted text of all the links on your page. These links should be relevant to your target keyword, and should point towards pages or sites relevant to your keyword.
- Supporting Keywords: These are keywords that have direct relation to your target keyword.
Off-page SEO poses a greater challenge because it requires interaction with outside parties in order to receive links to your page. Ideally, you want sites that have related content to your target keyword to provide you with a link using anchor text that contains your keyword or supporting keywords. The relevance of the sites that link to you is important because irrelevant links can actually hurt your SEO rankings rather than help you. It should be noted that Google specifies in their WebMaster Guidelines that asking for, buying, or creating fake links will hurt your SEO rankings.
The best way to generate links to your website is by populating it with content that is useful for its intended audience. Users are happy to share and promote content that is pertinent to them, as so much of the content on the internet today is fluffy to readers.
Another online marketing tactic that roofing companies should consider is email marketing. Email is a widely-adopted communication channel that roofers can use to get in touch with current and prospective clients. Emailing customers should be done on a regular and consistent basis. Types of email marketing that roofing businesses can partake in include monthly newsletters, auto-responder series, or simple follow-ups. Emails should be designed in a way that are attention-grabbing as opposed to spammy; Nowadays, it’s pretty easy to find good looking pre-designed templates for a fair price. Numerous affordable tools exist that can help you manage your email lists and mailing campaigns.
If you haven’t heard by now, social media, including review sites, are dominating the internet, including the marketing landscape. Having a strong presence on multiple social channels is vital for businesses in any industry, including roofing. Using social media lets companies engage with their current customers while making themselves known to new ones. Not to mention, the types of content that live on social media are highly shareable, making it’s that much easier for your brand name to get noticed.
Three popular social networks that your company should make a name for itself on are Twitter, Facebook, and LinkedIn. Twitter allows users to post content that is less than 140 characters in length and has the ability to embed pictures, videos, and links within posts. Businesses should choose a username that closely matches the name of their company and identify themselves as a business when given the option by Twitter. Follow other accounts that are related to your business in some way.
Having a company Facebook page is another way to portray to the world what your business is all about. Choose a header photo and profile image that informs users about your company upon first glance. Under the “about” section, fill out all the information that can potentially educate users about your company, such as location, hours of operation, etc. Next, “like” other pages that have relevance to your business and invite people in your network to like your page. Your company’s LinkedIn page gives your business a more professional image and helps you forge connections colleagues in the industry. It’s also a great for getting references from people you know and showcasing your work. Instead of a personal account, choose the “create a company” option on LinkedIn’s homepage and populate the page with all necessary information. As with Facebook, invite others to follow your account.
This post merely scratches the surface about the complex, ongoing process that is online marketing. However, it’s a great start to getting your marketing plan up and running. To learn more about online marketing for your roofing company, check out this complimentary guide!
Victoria is a Marketing Associate at Repsly, where she leads the company's P.R. and social media efforts. You can also catch her prepping for slew of exciting industry events. A New England native, Victoria has spent time living in Italy and traveling throughout Europe before settling back in Boston. When she's not planning her next trip, V is probably tasting wine or brushing up on her Italian.